Chapter 1 Internet Marketing as part of the Marketing Communications Mix

This chapter covers the following objectives:

* Briefly describe how the Internet originated and what makes it unique as a communications and transactions medium

* Describe the implications of Web 2.0 and Web 3.0

* Discuss the business benefits of using Web 2.0

* Understand the generic marketing objectives that form the basis for Internet marketing strategies

* Discuss the Internet Marketing channels that can be used for Internet Communications and commerce

* Describe the basic technical infrastructure of the Internet including computing on the cloud

*Identify some of the sites where up-to-date Internet statistics can be found

* Explain the advantages of using the internet  for consumers and for businesses of all kinds

* Identify the strategic and economic drivers of the Internet

* Suggest some potential best practices in acquiring, communicating with and retaining customers on the Internet